G2 Appoints Tim Sanders as VP of Research Insights

Best-selling author, Harvard fellow, former Yahoo and Upwork executive to drive G2’s market leadership in data-driven insights on the B2B software landscape

G2, the world’s largest and most trusted software marketplace, today announced Tim Sanders has joined the company as VP of Research Insights. In this role, he will serve as an evangelist for G2, specifically bringing to market the latest B2B software trends based on data from the company’s own marketplace.

“G2 has an unmatched depth and breadth of data on the world of B2B software,” said Godard Abel, CEO and co-founder of G2. “With more than 2.5 million verified reviews, 90 million annual visitors researching on G2.com, and 180,000+ software products and services listed, there’s a treasure trove of insights to tap into. With Tim’s deep experience and expertise in analyzing data to reveal trends, he will be an ambassador for the G2 brand – helping all stakeholders across the SaaS ecosystem understand what’s actually happening in the market today to inform their strategies.”

Sanders brings 25 years of experience to G2 from leading brands including Upwork and Yahoo

Sanders comes to G2 from Upwork, the world’s work marketplace used by 30% of the Fortune 100. There, he served as VP of Client Strategy, focused on driving a customer-centric approach to help businesses solve their talent gap problems, with an emphasis on digital transformation.

In 2024, he was appointed Executive Fellow at the Digital Data Design Institute at Harvard. In this role, he enables researchers to deliver executive insights that drive adoption of AI and data centric business decisions.

Previously, Sanders was Chief Solutions Officer and a leadership coach at Yahoo, where he served as Yahoo's lead go-to-market (GTM) evangelist for its digital marketing business. The ValueLab group he founded and led there also produced research on industries, digital advertising effectiveness, search-data-as-predictor, and online promotions. Before Yahoo, he was an early-stage member of Mark Cuban's broadcast.com, and a faculty member of the Global Institute of Leadership Development.

“It’s been fascinating to observe the software landscape expand and evolve over the last two decades. Today, it’s a particularly exciting time amid the AI boom,” said Tim Sanders, VP of Research Insights at G2. “When it comes to high quality data that not only informs the world of B2B software, but also has the ability to fuel exponential leaps in go-to-market efficiencies, no one has more of it than G2. And what makes this data unique is its roots in authentic customer feedback and real-time buyer behavior. In my new role at G2, I’m looking forward to leaning on my experience as a technology innovator and consultant to reveal powerful insights that will help businesses make smarter, more strategic decisions to power their success.”

A top-rated keynote speaker, best-selling author, and management consultant

Sanders is the author of five books, including the New York Times bestseller "Love Is the Killer App: How to Win Business and Influence Friends." He has also served as Chairperson for private equity's most important events over the last few years. As a guest keynote speaker, Sanders shares insights on artificial intelligence, digital transformation, collaboration, and change management topics.

Through his own research-based consultancy, Deeper Media, Sanders has worked with leading global brands such as Farmers Insurance, Cox Media Group, and Raytheon.

About G2

G2 is the world's largest and most trusted software marketplace. More than 90 million people annually — including employees at all Fortune 500 companies — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation and grow their business — including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com and follow us on LinkedIn.

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